Credit card marketing campaigns generally come across as fairly selfish spend-and-win promotions, where individual cardholders win holidays, cars or other prizes. These had worked to a fair degree in the past for Farmlands Card but in order to achieve the ambitious spend growth targets set, a smarter idea that would engage Shareholders and staff alike was needed.

The Party of the Year campaign ran in 2011 and was a huge hit, pitting town against town to win an all-expenses paid party for the whole town. The challenge for 2012 was to build on that success in a new and fresh way. It was therefore transformed from a tactical sales promotion into a 'perennial' iconic campaign, with a refreshed contact strategy to maximise Shareholder and staff engagement.

In 2012 an already impressive result from the previous year was improved on, increasing sales YOY by 5.5%, and achieved what many marketers dream of: a long-term marketing property that Farmlands can run for years to come.